PENGARUH MARKETING SYARIAH DAN CITRA PERUSAHAAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING

LAILA NIKMAH ACHIRI, NIM. 14820122 (2018) PENGARUH MARKETING SYARIAH DAN CITRA PERUSAHAAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to prove the effect of sharia marketing and corporate image to customer loyalty, and to prove whether customer satisfaction is able to mediate the relationship sharia marketing and corporate image to customer loyalty in BNI Syariah Yogyakarta Branch. The sample in this research is taken with data collection method called purposive sampling that is customer who useproduct or service more than one years. The numbers of samples used were 45 respondents. The obtained data were analyzed by using PLS analysis technique (Partial Least Square) through SmartPLS3 software. The result showed that the sharia marketing has no effect on customer loyalty. The corporate image has a impact on customer satisfaction. Sharia marketing does not have a impact on customer loyalty. Corporate image does not have a impact on customer loyalty. In this study, customer satisfaction can not be a mediating variable between sharia marketing and corporate image to customer loyalty.

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